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The messaging around addiction — whether drugs or alcohol — has long been complicated by deeply-held stigmas and dueling narratives.

To some, the marketing tactics used by Big Pharma and alcohol companies when it comes to addiction can be perceived as negative, occasionally portraying the person struggling with addiction as being “downtrodden.” 

This is further exacerbated by societal preconceptions that addiction is akin to a character flaw rather than a disease — a phenomenon currently being slowly unwound in the obesity space.

In light of this existing messaging with room for improvement, Porch Light Health is taking a different approach.

The addiction treatment and recovery network with dozens of locations in Colorado and New Mexico collaborated with indie agency Vladimir Jones to launch a branding campaign with a more positive, empowering approach.

The result was a multichannel ad campaign that focused on what people can add to their lives when they overcome addiction, rather than just highlighting the problem itself. 

The campaign produced 30-second ads titled “Life Beyond Addiction” that debuted in September and are still running on connected TV.

Formerly known as Front Range Clinic, Porch Light Health’s campaign underscores its commitment to providing a shame-free, individualized treatment approach to those suffering from substance use disorder (SUD).

The campaign was also designed to support Porch Light Health’s new patient acquisition goals as it expands operations in New Mexico and other markets in 2025.

Porch Light Health CEO Doug Weiss said the campaign strategy focused on not just the individuals struggling with addiction, but also their family members, caregivers and friends — recognizing the importance of a person’s support system.

“We made our decision to move to more of a positive message: ‘What can you add when you overcome addiction?’” he said. “That was a deliberate juxtaposition for advertisements from residential treatment programs.”

The campaign has met expectations, according to Weiss. Developed and launched in just 21 days, Porch Light Health saw an 11% increase in new patients in the first month of the campaign.

He noted that the campaign was unveiled at a critical time for the addiction treatment services space, as the Biden administration finalized a sweeping expansion of regulations that require insurers to cover mental health and addiction care on the same terms as other care.

Vladimir Jones CEO Meredith Vaughan said the agency approached this client work from a community-based perspective — all without oversimplifying the issue at hand.

This meant celebrating the humanity of the people who are directly impacted by SUD while also including the voices of family members, caregivers and friends who are affected, too.  

Vaughan said the campaign offers several key lessons for medical marketers, including the importance of highlighting treatment successes, understanding diverse audience segments and being open to unique media channels that may be more effective in reaching the target population.

She cited the effectiveness of buying media placements in unconventional channels like church bulletins and Native American radio stations to reach underserved communities.

From a creative perspective, Vaughan said the campaign demonstrated a thoughtful, strategic approach to disrupting traditional addiction marketing in order to provide hope and accessible treatment options.

“We had an idea of creating disruptive moments that don’t reinforce the negative behavior, but instead provide a positive alternative to what is possible in a commercial environment where you wouldn’t necessarily normally see the kind of messages that Porch Light Health is delivering,” she said. “It’s this idea of hope and a future that is brighter without the substance you are currently addicted to.”